yogin
Yogin Vora
Contents
List of Tables...................................................................................................................................v
List of Figures..............................................................................................................................vii
Executive Summary.................................................................................................................ES-1
I. Introduction.............................................................................................................................1
A. Background: Marketing, Self-Regulation, and Childhood Obesity..................................1
B. Conducting the Study.........................................................................................................3
1. Marketing Expenditures..............................................................................................4
2. Marketing Activities and Other Information Requested by the Special Order...........5
C. Role of the FTC Study........................................................................................................6
II. Expenditures for Marketing Food to Children and Adolescents.........................................7
A. Introduction.......................................................................................................................7
B. Expenditures Analyzed by Food Category.........................................................................8
C. Expenditures Analyzed by Promotional Activity Groups................................................12
1. Traditional Measured Media: Television, Radio, and Print......................................15
2. New Media: Websites, Internet, Digital, Word-of-Mouth, and Viral Marketing.....17
3. Packaging and In-Store Marketing............................................................................18
4. Premiums...................................................................................................................19
5. Other Traditional Promotional Activities ................................................................20
6. In-School Marketing.................................................................................................23
7. Use of Cross-Promotions and Celebrity Endorsements............................................24
III. Food Marketing Activities Directed to Children and Adolescents....................................27
A. Introduction.....................................................................................................................27
B. Specific Promotional Activities........................................................................................28
1. Cross-Promotions and Third-Party Licensed Characters..........................................28
2. Brand Recognition Activities....................................................................................38
3. Other Promotional Activities.....................................................................................39
4. In-School Marketing.................................................................................................51
C. Target Companies’ Market Research on Child and Teen Audiences................................54
D. Marketing Directed to Children or Adolescents by Gender, Race, Ethnicity, or Income Level....................................................................................................................57
1. Television, Print, Radio, and Internet........................................................................57
2. Athletic and Other Event Sponsorships....................................................................58
3. Packaging, In-Store, Premiums, and School-Related Marketing..............................58
IV. Assessment of Food Company Health Initiatives and Recommendations.......................60
A. The 2005 Workshop on Marketing, Self-Regulation & Childhood Obesity and the 2006 Report......................................................................................................................60
B. Developments Since the 2005 Workshop and 2006 Report.............................................61
1. Children’s Food and Beverage Advertising Initiative...............................................62
2. “Better for You” products..........................................................................................65
3. Innovative Packaging................................................................................................67
4. Nutritional Labeling..................................................................................................68
5. Competitive Foods and Beverages in Schools..........................................................72
6. Healthy Messages......................................................................................................75
7. Media and Entertainment Company Initiatives.........................................................78
C. Measuring the Success of Company Initiatives................................................................80
V. Conclusion.............................................................................................................................81
Endnotes.......................................................................................................................................83
Appendices
Data and Research Methods....................................................................................Appendix A
Federal Trade Commission Order to File Special Report........................................Appendix B
Expenditure Data Tables by Food Category and Promotional Activity Category...Appendix C
FTC Survey of Food and Beverage Display Advertising on Child- and Teen-Oriented Websites and Select Data on Food Company Websites.....................Appendix D
CBBB Children’s Food & Beverage Advertising Initiative: Tables Summarizing Individual Food Company Commitments Regarding Food Marketing to Children......................................................................................Appendix E
Tables Summarizing Alliance for a Healthier Generation School Beverage and Competitive Food Guidelines.....................................................................Appendix F
List of Tables
Table II.1: Total Youth Marketing for Reported Brands and Percent of Total Marketing, By Food Category, Ranked by Youth Spending..................................................................9
Table II.2: Reported Child and Teen Marketing Expenditures and Overlap.................................11
Table II.3: Reported Child and Teen Marketing That Uses Cross-Promotions, Ranked by Percentage....................................................................................................................25
List of Tables...................................................................................................................................v
List of Figures..............................................................................................................................vii
Executive Summary.................................................................................................................ES-1
I. Introduction.............................................................................................................................1
A. Background: Marketing, Self-Regulation, and Childhood Obesity..................................1
B. Conducting the Study.........................................................................................................3
1. Marketing Expenditures..............................................................................................4
2. Marketing Activities and Other Information Requested by the Special Order...........5
C. Role of the FTC Study........................................................................................................6
II. Expenditures for Marketing Food to Children and Adolescents.........................................7
A. Introduction.......................................................................................................................7
B. Expenditures Analyzed by Food Category.........................................................................8
C. Expenditures Analyzed by Promotional Activity Groups................................................12
1. Traditional Measured Media: Television, Radio, and Print......................................15
2. New Media: Websites, Internet, Digital, Word-of-Mouth, and Viral Marketing.....17
3. Packaging and In-Store Marketing............................................................................18
4. Premiums...................................................................................................................19
5. Other Traditional Promotional Activities ................................................................20
6. In-School Marketing.................................................................................................23
7. Use of Cross-Promotions and Celebrity Endorsements............................................24
III. Food Marketing Activities Directed to Children and Adolescents....................................27
A. Introduction.....................................................................................................................27
B. Specific Promotional Activities........................................................................................28
1. Cross-Promotions and Third-Party Licensed Characters..........................................28
2. Brand Recognition Activities....................................................................................38
3. Other Promotional Activities.....................................................................................39
4. In-School Marketing.................................................................................................51
C. Target Companies’ Market Research on Child and Teen Audiences................................54
D. Marketing Directed to Children or Adolescents by Gender, Race, Ethnicity, or Income Level....................................................................................................................57
1. Television, Print, Radio, and Internet........................................................................57
2. Athletic and Other Event Sponsorships....................................................................58
3. Packaging, In-Store, Premiums, and School-Related Marketing..............................58
IV. Assessment of Food Company Health Initiatives and Recommendations.......................60
A. The 2005 Workshop on Marketing, Self-Regulation & Childhood Obesity and the 2006 Report......................................................................................................................60
B. Developments Since the 2005 Workshop and 2006 Report.............................................61
1. Children’s Food and Beverage Advertising Initiative...............................................62
2. “Better for You” products..........................................................................................65
3. Innovative Packaging................................................................................................67
4. Nutritional Labeling..................................................................................................68
5. Competitive Foods and Beverages in Schools..........................................................72
6. Healthy Messages......................................................................................................75
7. Media and Entertainment Company Initiatives.........................................................78
C. Measuring the Success of Company Initiatives................................................................80
V. Conclusion.............................................................................................................................81
Endnotes.......................................................................................................................................83
Appendices
Data and Research Methods....................................................................................Appendix A
Federal Trade Commission Order to File Special Report........................................Appendix B
Expenditure Data Tables by Food Category and Promotional Activity Category...Appendix C
FTC Survey of Food and Beverage Display Advertising on Child- and Teen-Oriented Websites and Select Data on Food Company Websites.....................Appendix D
CBBB Children’s Food & Beverage Advertising Initiative: Tables Summarizing Individual Food Company Commitments Regarding Food Marketing to Children......................................................................................Appendix E
Tables Summarizing Alliance for a Healthier Generation School Beverage and Competitive Food Guidelines.....................................................................Appendix F
List of Tables
Table II.1: Total Youth Marketing for Reported Brands and Percent of Total Marketing, By Food Category, Ranked by Youth Spending..................................................................9
Table II.2: Reported Child and Teen Marketing Expenditures and Overlap.................................11
Table II.3: Reported Child and Teen Marketing That Uses Cross-Promotions, Ranked by Percentage....................................................................................................................25